Faculty Profile

Klemens Knöferle

Associate Professor - Department of Marketing


Dr. Klemens Knöferle is Associate Professor of Marketing and founder of the Center for Multisensory Marketing (CMM) at BI Norwegian Business School. He received his PhD from the University of St. Gallen, and has worked as a visiting researcher at Oxford University and the University of Michigan.

In his research, Klemens studies sensory aspects of marketing such as vision, hearing, taste, and interoception. Working at the intersection between Marketing, Consumer Behavior, and Cognitive Psychology, he is interested in how (multi-)sensory processes and sensory properties of products, foods, and retail environments influence consumers. The goal of his research is not only to contribute towards a better understanding of sensory principles in marketing, but also to help marketers to design better products, stores, and experiences, and to help consumers to make better choices.

Klemens' research has been published in academic journals such as Journal of Retailing, Scientific Reports, Journal of Experimental Psychology: Applied, and Psychonomic Bulletin & Review. He has served as a reviewer for leading academic journals such as Journal of Marketing Research, Proceedings of the Royal Society: B, Journal of Experimental Psychology: Applied, and PLOS ONE. His research has received awards such as the Best Paper award at the ACR Latin American Conference 2017.

Klemens teaches courses on consumer behavior, marketing communication, and research methodology. Building on his research expertise, he also consults international companies in various industries (e.g., automotive, retailing, consumer electronics, appliances).


Moeni-Jazani, Mehrad; Knoeferle, Klemens, De Molière, Laura, Gatti, Elia & Warlop, Luk (2017)

Social Power Increases Interoceptive Accuracy

Frontiers in Psychology, 8 Doi: 10.3389/fpsyg.2017.01322 - Full text in research archive

Knoeferle, Klemens; Paus, Vilhelm Camillus & Vossen, Alexander (2017)

An upbeat crowd: Fast in-store music alleviates negative effects of high social density on customers’ spending

Journal of Retailing, 93(4), s. 541- 549. Doi: 10.1016/j.jretai.2017.06.004

Knoeferle, Klemens; Li, Jixing, Maggioni, Emanuela & Spence, Charles (2017)

What drives sound symbolism? Different acoustic cues underlie sound-size and sound-shape mappings

Scientific Reports, 7(1) Doi: 10.1038/s41598-017-05965-y - Full text in research archive

Wang, Qian J; Knoeferle, Klemens & Spence, Charles (2017)

Music to make your mouth water? Assessing the potential influence of sour music on salivation

Frontiers in Psychology, 8:638 Doi: 10.3389/fpsyg.2017.00638

Wan, Xiaoang; Woods, Andy T., Jacquot, Muriel, Knöferle, Klemens, Kikutani, Mariko & Spence, Charles (2016)

The Effects of Receptacle on the Expected Flavor of a Colored Beverage: Cross-Cultural Comparison Among French, Japanese, and Norwegian Consumers

Journal of sensory studies, 31(3), s. 233- 244. Doi: 10.1111/joss.12206

Knöferle, Klemens; Knöferle, Pia, Velasco, Carlos & Spence, Charles (2016)

Multisensory brand search: How the meaning of sounds guides consumers' visual attention

Journal of experimental psychology. Applied, 22(2), s. 196- 210. Doi: 10.1037/xap0000084

Velasco, Carlos; Wan, Xiaoang, Knöferle, Klemens, Zhou, Xi, Salgado-Montejo, Alejandro & Spence, Charles (2015)

Searching for flavor labels in food products: The influence of color-flavor congruence and association strength

Frontiers in Psychology, 6(301) Doi: 10.3389/fpsyg.2015.00301

Knöferle, Klemens; Woods, Andy, Käppler, Florian & Spence, Charles (2015)

That Sounds Sweet: Using Cross-Modal Correspondences to Communicate Gustatory Attributes

Psychology & Marketing, 32(1), s. 107- 120. Doi: 10.1002/mar.20766

Spence, Charles; Velasco, Carlos & Knöferle, Klemens (2014)

A large sample study on the influence of the multisensory environment on the wine drinking experience

Flavour, 3(8) Doi: 10.1186/2044-7248-3-8

Knöferle, Klemens; Spangenberg, Eric, Landwehr, Jan & Herrmann, Andreas (2012)

It is all in the mix: The interactive effect of music tempo and mode on in-store sales

Marketing letters, 23(1), s. 325- 337. Doi: 10.1007/s11002-011-9156-z

Knöferle, Klemens & Spence, Charles (2012)

Crossmodal correspondences between sounds and tastes

Psychonomic Bulletin & Review, 19, s. 992- 1006. Doi: 10.3758/s13423-012-0321-z

Knöferle, Klemens; Paus, Vilhelm Camillus & Vossen, Alexander (2016)

An upbeat crowd: The effect of social density and instore music tempo on retail sales

[Academic lecture]. Society for Consumer Psychology (SCP) Winter Conference 2016.

Knöferle, Klemens; Knoeferle, Pia, Velasco, Carlos & Spence, Charles (2014)

Multisensory Brand Search: How the Meaning of Sound Guides Consumers’ Visual Attention

[Academic lecture]. ACR North-American Conference 2014.

Academic Degrees
Year Academic Department Degree
2012 University of St. Gallen Ph.D.
2008 University of Wurzburg M.A.
Work Experience
Year Employer Job Title
2016 - Present BI Norwegian Business School Associate Professor
2016 - 2016 University of Michigan Visiting Researcher
2013 - 2016 BI Norwegian Business School Assistant Professor
2012 - 2013 University of Oxford Postdoctoral Researcher
2009 - 2011 University of St. Gallen PhD student